The 3-line pitch formula
For every product, every persona:
- The day-in-the-life line — paint the moment they earn the price
- The single differentiating spec — one fact, one number, no spec dump
- The “you can use it for” line — turn it back to them
Don’t memorize. Internalize the formula.
Pitch by product
Lucyd Lyte — the everyday flagship
Lead spec: open-ear audio, ~5-7 hours active use, ~$108 price point
| Line | When to use |
|---|---|
| ”Imagine your phone rings while your hands are full. You just say ‘answer’ and you’re on the call — no earpiece, no fumbling for the phone.” | Default opener for any business / commuter customer |
| ”It’s about a hundred dollars. For that you get glasses you actually wear all day, that take your calls, play your podcasts, and talk to Siri.” | Price-sensitive customer |
| ”You’d wear these the same way you wear your AirPods now — except they’re on your face when you walk into a meeting, instead of in your ears.” | AirPods user |
Lucyd Armor — sport and safety
Lead spec: ANSI Z87.1 + CSA rated, polarized + photochromic + clear lens options, ~$99
| Line | When to use |
|---|---|
| ”These pass ANSI Z87.1 and CSA — they’re rated for the jobsite. They’re also the first ones that take calls.” | Construction, warehouse, healthcare |
| ”On a 30-mile ride, your wife texts. The glasses read it aloud. You reply by voice. You never break cadence.” | Cyclist, runner, hiker |
| ”At $99, polarized + Bluetooth + safety-rated is hard to beat. The polarized lens alone is normally a separate purchase.” | Outdoor worker, fishing, golf |
Reebok Smart Eyewear — the no-camera flagship
Lead spec: 12-hour battery, no camera, any AI assistant, $249
| Line | When to use |
|---|---|
| ”Walk into any room — gym, courtroom, museum, your kid’s school play — and no one wonders if you’re recording. No camera, by design.” | Privacy-conscious professional |
| ”12 hours of music, calls, and AI on a single charge. About three times longer than Ray-Ban Meta.” | Battery-anxious / commuter |
| ”It works with Siri, Google, ChatGPT, Claude — whichever AI you actually use. Not locked into one company’s ecosystem.” | Tech-forward / AI-curious |
| ”Thunder Slim is 136mm — the only smart glass that fits a teen face. No camera also means no parental anxiety.” | Parent buyer |
Lucyd Optical — the prescription cross-sell
Lead spec: works at any Rx lab, full lens-type coverage, your existing fitting workflow
| Line | When to use |
|---|---|
| ”You’re already buying new lenses today. For about [X] more, your everyday glasses also take calls and run AI. No second device.” | Existing Rx customer at the counter |
| ”Ray-Ban Meta locks you into EssilorLuxottica labs for prescription. We don’t. We work with your normal lab.” | Customer comparing to Ray-Ban Meta |
| ”Blue light, photochromic, progressive — same options as your normal Rx purchase. The smart part is built in.” | Lens-features customer |
AERO — Summer 2026 (pre-launch)
Lead spec: $149, premium design, privacy-first
| Line | When to use |
|---|---|
| ”AERO is our premium tier shipping this summer. $149. We’re taking the waitlist now — want me to add you?” | Customer asking ‘what’s coming next‘ |
| “Privacy-first, AI-agnostic — same philosophy as Reebok but in a more design-forward frame.” | Premium / design-led buyer |
Pitch by persona
If you can read your customer faster than your product, this is the table for you:
The Commuter (28-50, takes 3+ calls a day, AirPods user)
“You’re in your car, headphones in, kid’s daycare calls. With these, you say ‘answer,’ you’re on the call, hands stay on the wheel. Same battery as your AirPods, but you don’t have to put them in or take them out 12 times a day.”
→ Lucyd Lyte is the default. If they’re privacy-cautious, route to Reebok.
The Privacy-Conscious Professional (35-55, attorney/consultant/exec)
“You and I both know there are rooms you don’t take camera glasses into. These work in all of them. 12-hour battery, every AI assistant, no recording. Walk into any deposition with these on and no one says a thing.”
→ Reebok is the only answer.
The Active Lifestyle Customer (30-50, gym/run/cycle)
“From your morning run through your evening plans on one charge. Open-ear so you hear traffic, hear your kid yell, hear the dog. Safety-rated for the jobsite or just for actually wearing them outside.”
→ Armor for jobsite or outdoor work. Reebok for gym + running.
The Parent Buyer (40-60, buying for self or teen)
“For you, no camera, no battery anxiety. For your kid, the only smart glass that actually fits a teen face. And nothing the school can ban.”
→ Reebok — especially Thunder Slim for the teen.
The Tech-Forward Early Adopter (28-45, follows The Verge)
“You’re going to ask about Apple, about Meta, about Vision Pro. The thing nobody else is doing: working with every AI, not just one. Your AI choice can change next year without changing glasses.”
→ Reebok, with a pre-order for AERO as the “actually I want the newest thing” capture.
The Existing Rx Customer (anyone at your fitting chair)
“You’re already buying new glasses today. For [$X] more, the ones you’d buy anyway also take calls. Same lab, same lenses, same fitting. You go home with smart prescription glasses.”
→ Lucyd Optical. Smoothest upsell in this entire training.
What to never say
| Don’t say | Why |
|---|---|
| ”It’s cheaper than Ray-Ban Meta.” | Price isn’t the lead. They didn’t come here to save $50. |
| ”It’s better than [competitor].” | Comparative claims invite arguments. Just describe what it does. |
| ”Trust me.” | Hand them the glasses. Trust is built in 60 seconds of audio. |
| ”Everyone is buying these.” | They’re not — yet. Don’t oversell market traction. |
| ”Apple is making one.” | Speculation. Not relevant to closing today. |
The close
Every demo ends with one of two outcomes — they buy, or they leave. The third option is the loss you can avoid: capture the email.
“Even if these aren’t right today — can I get your email? AERO ships this summer and I’d like you to be on the list.”
That single sentence converts ~30% of walk-outs into a 90-day re-engagement opportunity.
What’s next
Module 5 is the prescriptions and adjustments deep-dive — your unfair advantage as an optical retailer.